Alpengarage: the dark showroom concept for supercars
Black exposed concrete. Vertical timber slats. Two Lamborghinis at the door. The Alpengarage concept isn’t a showroom in the classic sense. It’s a statement. A room that shows rather than explains. For dealers who sell supercars, not cars.
At a glance
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The concept
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The building blocks
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The result
A showroom that doesn’t sell. It filters. Anyone who walks in here knows what they want. The room confirms it. No distraction, no explanation, no compromise. |
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Why a supercar can’t live in an ordinary showroom
A Lamborghini beside a set of plastic chairs. A Huracán under strip lighting. A Ferrari in front of a white plasterboard wall. It happens. Every day. And it destroys everything these cars stand for.
The Alpengarage does it differently. Here the car stands in the dark, literally. A black facade, directed light, the mountains behind. The showroom doesn’t compete with the car. It gives it a frame that lives up to what the car promises.
The Alpengarage concept in pictures
Nine views, one principle: the room takes second place. The car dominates. Everything else is backdrop.
The facade: dark, vertical, uncompromising.
No logo on the wall. No lettering that shouts. Just black exposed concrete, vertical timber slats and one discreet illuminated sign. The Alpengarage doesn’t say what it is. It shows it.
Anyone who pulls up here knows they’re in the right place. Anyone who doesn’t get it isn’t who it’s for.
The hall: cars as sculptures
Two cars. Not twenty. Each car has space. Each car has light. Each car stands on its own.
The floor: polished, dark, reflective. The walls: restrained. The message: this is about the car, not the dealer.
The lounge: not a waiting area. Somewhere to stay.
Nobody buys a supercar between two appointments. You take your time. You sit. You look. You decide.
The LoungePURE coffee table in a dark finish: solid, heavy, calm. Around it: leather, low light, a view of the car. No screen. No brochure stand. Only what matters.
The consultation: a conversation on the same level. Literally.
No counter. No “the salesman stands, the customer sits”. Two people at one table. A view through the window to the forest. Or to the car that changes hands in an hour.
The DeskPRO in dark oak: drawers for paperwork, room to go through configurations, presence without arrogance. Or the DeskPURE: more pared back still, clearer still.
The sideboard: order, out of sight
Brochures. Keys. Paperwork. Charging cables. Everything a showroom accumulates, and everything that ruins the atmosphere when it’s left on show.
The StudioPURE sideboard takes care of it: closed fronts, invisible handles, storage without the chaos. On top: one object. Perhaps two. No more.
The terrace: conversations without walls
Some deals aren’t made at a desk. They’re made outside, looking at the mountains, espresso in hand, with the sound of an engine in the background.
The Alpengarage’s outdoor lounge: natural stone, dark timber, weatherproof. A place for conversations that don’t need a presentation.
The entrance: the first impression stays
Leather. Natural stone. Low light. No reception counter, no queue tickets, no “please take a seat”.
Step into the Alpengarage and you sense it at once: this is different. The room explains nothing. It shows where it stands.
The bar: hospitality without the show
No coffee machine in the corner. No thermos flask on the counter. Instead, a properly considered bar, a sideboard with glasses and carafes, a place for the moment after the signature.
Hospitality the Alpengarage way: pared back, well made, unforced.
The Alpengarage principle: five rules for a dark showroom
1) Dark beats light
Supercars are sculptures. They need contrast, not evenness. Dark surfaces, directed light, the car in focus.
2) Fewer cars, more effect
Two cars with room around them make a stronger impression than ten without. Every car deserves its own moment.
3) Materials have to live up to what the car promises
Solid timber, natural stone, leather, glass. No compromises. Plastic has no place here.
4) Order is not negotiable
Everything that doesn’t belong in the picture disappears. Sideboard, drawers, closed fronts.
5) The room explains nothing
No signs, no explanations, no arrows. Whoever is here knows why.
FAQ: the Alpengarage concept
What is the Alpengarage concept?
Which dealers is the concept suited to?
Which furniture suits the dark showroom style?
Can the concept be worked into existing rooms?
How is this different from a classic high-end showroom?
Can the EDELHOLZ furniture be adapted for the concept?
Putting the concept into practice
The Alpengarage is no accident. It’s a carefully considered set-up of architecture, material and furniture. The good news: you can order the furniture straight away.
For the lounge: the LoungePURE coffee table in a dark finish. For the consultation: the DeskPRO or the DeskPURE. For storage: the StudioPURE sideboard.
The rest is attitude.
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Lounge
LoungePURE
Coffee table. Solid. Dark.
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Consultation
DeskPRO
A desk with storage.
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Consultation
DeskPURE
As pared back as it gets.
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Storage
StudioPURE
Sideboard. Closed fronts.
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Would you like your set-up to work like this?
A personal conversation with Philipp Strobel. Free, no obligation, with concrete recommendations.
Philipp Strobel is a qualified automotive engineer. He brings an engineer’s way of thinking to running a business, and develops desks in which function and design come out of one system. He has been developing products in wood since 2017, and since 2024, with EDELHOLZ, desks for business owners.
